Monday, 07 September 2020

When pigs fly: MetropolitanRepublic awarded highly contested Eskort account

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Pitching for new accounts is demanding at the best of times, so bringing home the bacon under challenging COVID social distancing limitations has one agency going hog wild – MetropolitanRepublic has been awarded the highly contested account for pork product powerhouse, Eskort.

After almost two decades of working with one agency, Eskort’s marketing team led by Group Marketing Manager, Marcelle Pienaar, went to market with a detailed list of requirements, looking for an integrated agency with strong FMCG and food experience.

They found what they were looking for at MetropolitanRepublic. “MetropolitanRepublic’s team proved to us not only their passion and understanding of the category of pork, but offered deep insights across our complex target markets; always cognitive of the challenges within our core market as well as our growth markets.

“They really got under the skin of the category, the consumer and the brand, and the Eskort team is fully confident that the agency will deliver the mutual vision of becoming a desired and consumer relevant brand,” Pienaar said.

MetropolitanRepublic founder and owner of a pet pig himself, Paul Warner, said Eskort is a brand that is firmly rooted in South Africa’s food culture and evokes strong memories of family and friends sharing meals.

“If there is any one single characteristic and attribute of a brand that provides sustainable competitive advantage, it is heritage. It’s time for this modern heritage brand to take its rightful place at the head of the dinner table.”

Besides, Warner is a foodie who loves pork: “I have a pet pig named Pucky at home and I eat a whole lot of the best pork in South Africa – and It’s Eskort – so there was synchronicity from the start!”